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Digital Trends - China - June 2013

“The high level of smartphone penetration and social network usage in China suggests that there is a lot of potential in technology products that are sold with integrated content services built in.”

– David Zhang, Research Analyst

Report Introduction:

This report examines trends in consumer technology and digital media in China. This is the first report in the Digital Trends China series, which looks at device ownership and usage over the past three months. Data from Mintel’s consumer research also show the products that people are looking to purchase over the coming months, and the analysis looks at what is sparking growth, or causing the decline, of sales of devices.

Online activities are also assessed, with this report comparing the contrasting habits of computer, smartphone and tablet users. Internet access methods and usage rates are analysed, whilst attitudes towards technology are continuously monitored and discussed.

Digital Trends also provides top-level comparisons of technology ownership in China, and cross-comparison between China and the UK is also included in this report.

Definition

In this report, laptops, netbooks, old-style tablet computers with swivel screens and physical keyboards, as well as Ultrabooks, have been broadly categorised as ‘laptops’. The term ‘desktop’ refers to computers intended for use at a single location and includes, but is not limited to, tower computers and all-in-one computers. ‘Tablet’ refers to the new style of tablet computer popularised by the arrival Apple’s iPad, and describes computers in a slate or slab format, with touchscreens and no permanently attached physical keyboards.

Smart TV refers to internet-enabled television sets. The term ‘smart’, when prefixing another consumer technology product in this report, is also used to describe internet connectivity features on non-conventional products, such as ‘smart fridges’, which are fridges that can connect to the internet.

 

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • Consumer technology products
                • Figure 1: Ownership of consumer technology products, February 2013
                • Figure 2: Plan for purchase or upgrade technology products in the next three months, February 2013
              • Online activities
                • Figure 3: Online activities performed in the past three months, February 2013
              • Consumer social networking activities
                • Figure 4: Social networking sites visited in the past three months, February 2013
                • Figure 5: Social networking activities conducted in the past three months, February 2013
              • Attitudes towards technology products
                • Figure 6: Attitudes towards technology products, February 2013
              • What we think
              • Consumer Technology Products

                • Key points
                  • Ownership patterns of consumer technology products
                    • Figure 7: Ownership of consumer technology products, by number of products, February 2013
                    • Figure 8: Number of consumer technology products owned, by personal income, February 2013
                    • Figure 9: Ownership of consumer technology products, by income, February 2013
                  • Planned purchase or upgrade of consumer technology products
                    • Figure 10: Plans for purchase or upgrade of consumer technology products in the next three months, February 2013
                    • Figure 11: Plans for purchase or upgrade of consumer technology products in the next three months, February 2013
                  • Televisions
                    • Ownership patterns
                      • Figure 12: Ownership of television sets, February 2013
                    • Age variation
                      • Figure 13: Ownership of television sets, by age, February 2013
                      • Figure 14: Willingness to buy the latest model of technology products, by age, February 2013
                    • Gender variation
                      • Figure 15: Ownership of HD TVs, by gender, February 2013
                    • Plans for purchase or upgrade
                      • Figure 16: Plans for purchase or upgrade of television sets in the next three months, by TV ownership, February 2013
                    • Ultra-TV: the concept that could change the TV market landscape
                      • Dell’s Project Ophelia: making HD TVs smarter
                        • Home entertainment
                          • Ownership patterns and purchase plan
                            • Figure 17: Ownership of DVD and Blu-ray players, February 2013
                          • Computer and eReaders
                            • Ownership pattern
                              • Figure 18: Ownership of computers and ereaders, February 2013
                            • Demographic ownership patterns
                              • Figure 19: Ownership of desktop computers, by age, February 2013
                              • Figure 20: Ownership of computers and ereaders, by having children, February 2013
                              • Figure 21: Proportion of consumers who have children at their household, by age, February 2013
                              • Figure 22: Ownership of computers and ereaders, by city tier, February 2013
                            • Plan for purchase and upgrade
                              • Figure 23: Plans for purchase or upgrade of computers and ereaders in the next three months February 2013
                              • Figure 24: Plans for purchase or upgrade of computers and ereaders in the next three months, by computer and ereader ownership, February 2013
                              • Figure 25: Upgrade and purchase plans for computers and ereaders, by city tier, February 2013
                            • The diminishing boundaries between laptop and tablet computers
                              • Mobile phones
                                • Ownership patterns
                                  • Figure 26: Ownership of mobile phones, February 2013
                                • Age variation
                                  • Figure 27: Ownership of mobile phones, by age and gender, February 2013
                                • Basic phones: a dying market?
                                  • Plan for purchase and upgrade
                                    • Figure 28: Plan for purchase and upgrade mobile phones in the next three months, February 2013
                                    • Figure 29: Plans for purchase or upgrade of mobile phones, in the next three months, by mobile phone ownership, February 2013
                                  • 4G in China
                                  • Online Activities

                                    • Key points
                                      • Online activities performed on any device
                                        • Figure 30: Online activities performed in the past three months, February 2013
                                      • The quest for information
                                        • Figure 31: Information-finding activities performed in the past three months, February 2013
                                      • Variation by device
                                        • Figure 32: Information-finding activities performed online in the past three months, by device, February 2013
                                      • Variation by age, region, and income
                                        • Figure 33: Information-finding activities performed online in the past three months, by age, February 2013
                                        • Figure 34: Information-finding activities performed online in the past three months, by city tier, February 2013
                                        • Figure 35: Information-finding activities performed online in the past three months, by income, February 2013
                                      • Entertainment – online video streaming market
                                        • Variation by device
                                          • Figure 36: Online entertainment activities performed in the past three months, by device, February 2013
                                        • Variation by gender
                                          • Figure 37: Online entertainment activities performed in the past three months, by gender, February 2013
                                        • Moving from free to paid services?
                                          • User generated content vs. licensed content vs. self-produced content
                                            • Online shopping
                                              • Figure 38: Online shopping activities performed in the past three months, February 2013
                                            • Variation by device
                                              • Figure 39: Online shopping activities performed in the past three months, by device, February 2013
                                            • Variation by age
                                              • Figure 40: Online shopping activities performed in the past three months, by age, February 2013
                                            • Variation by income
                                              • Figure 41: Online shopping activities performed in the past three months, by income, February 2013
                                            • Understanding deal-seeking consumers
                                              • Figure 42: Deal and discount-finding activities performed in the past three months, by selected attitudes, February 2013
                                            • Moving from C2C (consumer to consumer) to B2C (business to consumer)
                                            • Social Networking Activities

                                              • Key points
                                                • Social networking websites
                                                  • Overall visiting frequency
                                                    • Figure 43: Frequency of visiting social networking websites, February 2013
                                                  • Demographic patterns of visiting social networking sites
                                                    • Figure 44: Proportion of Heavy users of social media sites, by having chilren February 2013
                                                  • Demographic patterns of Weibo users
                                                    • Figure 45: Demographic patterns of Weibo users, by gender, February 2013
                                                    • Figure 46: Demographic patterns of Weibo users, by income, February 2013
                                                    • Figure 47: Demographic patterns of Weibo users, by city tier, February 2013
                                                  • Demographic patterns of Douban users
                                                    • Figure 48: Demographic patterns of Douban heavy users, by age, February 2013
                                                    • Figure 49: Demographic patterns of Douban heavy users, by income, February 2013
                                                  • Social networking activities
                                                    • Overall social networking activities
                                                      • Figure 50: Overall social networking activities, February 2013
                                                    • Information-sharing activities
                                                      • Variation by gender
                                                        • Figure 51: Frequency of information sharing activities via social networking sites, by gender, February 2013
                                                      • Variation by age
                                                        • Figure 52: Frequency of information-sharing activities via social networking sites, by age, February 2013
                                                      • Variation by sites
                                                        • Figure 53: Information sharing activities performed via social networking sites, by social networking sites frequently used, February 2013
                                                      • Networking activities
                                                        • Variation by age
                                                          • Figure 54: Networking activities performed via social networking sites, by gender, February 2013
                                                        • Variation by city tier
                                                          • Figure 55: Networking activities performed via social networking sites, by city tier, February 2013
                                                        • Shopping related activities
                                                          • Variation by gender
                                                            • Figure 56: Shopping activities performed via social networking sites, by gender, February 2013
                                                          • Variation by geo-location
                                                            • Figure 57: Shopping activities performed via social networking sites, by city tier, February 2013
                                                          • Gaming activities
                                                            • Variation by age
                                                              • Figure 58: Game playing activities performed via social networking sites, by age, February 2013
                                                            • O2O and job hunting activities
                                                              • Variation by age
                                                                • Figure 59: O2O and job-hunting activities performed via social networking sites, by age, February 2013
                                                              • Variation by income
                                                                • Figure 60: O2O and job hunting activities performed via social networking sites, by income, February 2013
                                                            • Attitude Towards Technology Products

                                                              • Key points
                                                                • Chinese consumers tend to be cautious when buying technology products…
                                                                  • Figure 61: Attitudes towards researching before buying technology products, February 2013
                                                                • …and enjoyment of the products is important
                                                                  • Figure 62: Attitudes towards enjoyment from using technology products, February 2013
                                                                • Keeping up with trends is crucial to Chinese consumers…
                                                                  • Figure 63: Attitudes towards keeping up with trends when buying technology products, February 2013
                                                                • …while financial constraint is the key reason for delayed adoption
                                                                  • Figure 64: Attitudes towards delayed adoption of latest technology products, February 2013
                                                                  • Figure 65: Agreement with the statement ‘It is better to wait until a technology product is established in the market before buying’, by income, February 2013
                                                                  • Figure 66: Agreement with the statement ‘It is better to wait until a technology product is established in the market before buying’, by age, February 2013
                                                                • Potential of basic functional technology products
                                                                  • Figure 66: Attitudes towards basic-function technology products, February 2013
                                                                • Who is most likely to buy basic function technology products?
                                                                  • Figure 67: Agreement of the statement ‘I only have basic functional requirements for technology products by education background, February 2013
                                                                  • Figure 68: Agreement of the statement ‘I only have basic functional requirements for technology products by city tier, February 2013
                                                                  • Figure 69: Agreement of the statement ‘I only have basic functional requirements for technology products, by age and gender, February 2013
                                                                • Which consumer segments are keenest to buy the latest technology products?
                                                                  • Figure 70: Agreement with the statement ‘It is important to buy the latest model of technology products to keep up with trends’, by social demographic factors, February 2013
                                                              • Appendix – Consumer Technology Products

                                                                • Technology products ownership
                                                                  • Figure 71: Technology products ownership, February 2013
                                                                  • Figure 72: Technology products ownership, by agreement with the statements ‘I discuss the latest technology products with friends and family’ and ‘It is important to spend a lot of time researching before buying technology products’, February 2013
                                                                  • Figure 73: Technology products ownership, by agreement with the statements ‘It is better to wait until a technology product is established in the market before buying’ and ‘It is important to buy the latest model of technology products to keep up with trends’, February 2013
                                                                  • Figure 74: Technology products ownership, by agreement with the statements ‘It is better to wait for the price to go down before buying the latest technology products’ and ‘I always try to make use of the full range of features on technology products’, February 2013
                                                                  • Figure 75: Technology products ownership, by agreement with the statements ‘It is worth paying more money to get the latest model of technology products’ and ‘I only have basic functional requirements for technology products’, February 2013
                                                                  • Figure 76: Technology products ownership, by agreement with the statements ‘It is enjoyable working out how to use a new technology product’ and ‘I would only buy a new technology product to replace a broken one’, February 2013
                                                                  • Figure 77: Technology products ownership, by agreement with the statements ‘I’d rather spend money on other things than upgrading to the latest technology products’ and ‘I tend to read products reviews (either online or offline) from other users before deciding which technology model to buy’, February 2013
                                                                  • Figure 78: Technology products ownership, by most popular technology products intend to purchase, February 2013
                                                                  • Figure 79: Technology products ownership, by next most popular technology products intend to purchase, February 2013
                                                                  • Figure 80: Technology products ownership, by other technology products intend to purchase, February 2013
                                                                  • Figure 81: Most popular technology products ownership, by demographics, February 2013
                                                                  • Figure 82: Next most popular technology products ownership, by demographics, February 2013
                                                                  • Figure 83: Other technology products ownership, by demographics, February 2013
                                                                • Repertoire analysis
                                                                  • Figure 84: Repertoire of technology products ownership, February 2013
                                                                  • Figure 85: Repertoire of technology products ownership, by most popular technology products intend to purchase, February 2013
                                                                  • Figure 86: Repertoire of technology products ownership, by next most popular technology products intend to purchase, February 2013
                                                                  • Figure 87: Repertoire of technology products ownership, by other technology products intend to purchase, February 2013
                                                                • Technology products intend to purchase
                                                                  • Figure 88: Technology products intend to purchase, February 2013
                                                                  • Figure 89: Technology products intend to purchase, by agreement with the statements ‘I discuss the latest technology products with friends and family’ and ‘It is important to spend a lot of time researching before buying technology products’, February 2013
                                                                  • Figure 90: Technology products intend to purchase, by agreement with the statements ‘It is better to wait until a technology product is established in the market before buying’ and ‘It is important to buy the latest model of technology products to keep up with trends’, February 2013
                                                                  • Figure 91: Technology products intend to purchase, by agreement with the statements ‘It is better to wait for the price to go down before buying the latest technology products’ and ‘I always try to make use of the full range of features on technology products’, February 2013
                                                                  • Figure 92: Technology products intend to purchase, by agreement with the statements ‘It is worth paying more money to get the latest model of technology products’ and ‘I only have basic functional requirements for technology products’, February 2013
                                                                  • Figure 93: Technology products intend to purchase, by agreement with the statements ‘It is enjoyable working out how to use a new technology product’ and ‘I would only buy a new technology product to replace a broken one’, February 2013
                                                                  • Figure 94: Technology products intend to purchase, by agreement with the statements ‘I’d rather spend money on other things than upgrading to the latest technology products’ and ‘I tend to read products reviews (either online or offline) from other users before deciding which technology model to buy’, February 2013
                                                                  • Figure 95: Most popular technology products intend to purchase, by demographics, February 2013
                                                                  • Figure 96: Next most popular technology products intend to purchase, by demographics, February 2013
                                                                  • Figure 97: Other technology products intend to purchase, by demographics, February 2013
                                                                • Repertoire analysis
                                                                  • Figure 98: Repertoire of technology products intend to purchase, February 2013
                                                              • Appendix – Online Activities

                                                                  • Figure 99: Online activities involvement, February 2013
                                                                  • Figure 100: Accessed social networks involvement, by demographics, February 2013
                                                                  • Figure 101: Written or reviewed product(s)/service(s) involvement, by demographics, February 2013
                                                                  • Figure 102: Watched streaming videos involvement, by demographics, February 2013
                                                                  • Figure 103: Shopped online involvement, by demographics, February 2013
                                                                  • Figure 104: Sold items online involvement, by demographics, February 2013
                                                                  • Figure 105: Found, bought, or used local voucher deals involvement, by demographics, February 2013
                                                                  • Figure 106: Managed finances involvement, by demographics, February 2013
                                                                  • Figure 107: Found things to do/places to visit locally involvement, by demographics, February 2013
                                                                  • Figure 108: Group purchase involvement, by demographics, February 2013
                                                                  • Figure 109: Visit or post comments on BBS (online virtual community) involvement, by demographics, February 2013
                                                              • Appendix – Social Networking Activities

                                                                • Frequency of visiting social networking websites
                                                                  • Figure 110: Frequency of visiting social networking websites, February 2013
                                                                  • Figure 111: Frequency of visiting social networking websites, by most popular technology products intend to purchase, February 2013
                                                                  • Figure 112: Frequency of visiting social networking websites, by next most popular technology products intend to purchase, February 2013
                                                                  • Figure 113: Frequency of visiting social networking websites, by other technology products intend to purchase, February 2013
                                                                  • Figure 114: Frequency of visiting Weibo, by demographics, February 2013
                                                                  • Figure 115: Frequency of visiting QQ microblog, by demographics, February 2013
                                                                  • Figure 116: Frequency of visiting Renren, by demographics, February 2013
                                                                  • Figure 117: Frequency of visiting Kaixin001, by demographics, February 2013
                                                                  • Figure 118: Frequency of visiting Douban, by demographics, February 2013
                                                                  • Figure 119: Frequency of visiting Qzone, by demographics, February 2013
                                                                  • Figure 120: Frequency of visiting other social networking websites, by demographics, February 2013
                                                                • Type of social networking activities
                                                                  • Figure 121: Type of social networking activities, February 2013
                                                                  • Figure 122: Found deals or discounts via social networking activities , by agreement with the statements ‘I discuss the latest technology products with friends and family’ and ‘It is important to spend a lot of time researching before buying technology products’, February 2013
                                                                  • Figure 123: Found deals or discounts via social networking activities , by agreement with the statements ‘It is better to wait until a technology product is established in the market before buying’ and ‘It is important to buy the latest model of technology products to keep up with trends’, February 2013
                                                                  • Figure 124: Found deals or discounts via social networking activities , by agreement with the statements ‘It is better to wait for the price to go down before buying the latest technology products’ and ‘I always try to make use of the full range of features on technology products’, February 2013
                                                                  • Figure 125: Found deals or discounts via social networking activities , by agreement with the statements ‘It is worth paying more money to get the latest model of technology products’ and ‘I only have basic functional requirements for technology products’, February 2013
                                                                  • Figure 126: Found deals or discounts via social networking activities , by agreement with the statements ‘It is enjoyable working out how to use a new technology product’ and ‘I would only buy a new technology product to replace a broken one’, February 2013
                                                                  • Figure 127: Found deals or discounts via social networking activities , by agreement with the statements ‘I’d rather spend money on other things than upgrading to the latest technology products’ and ‘I tend to read products reviews (either online or offline) from other users before deciding which technology model to buy’, February 2013
                                                                  • Figure 128: Most popular type of social networking activities, by demographics, February 2013
                                                                  • Figure 129: Next most popular type of social networking activities, by demographics, February 2013
                                                                  • Figure 130: Other type of social networking activities, by demographics, February 2013
                                                              • Appendix – Attitudes towards Technology Products

                                                                  • Figure 131: Attitudes towards technology products, February 2013
                                                                  • Figure 132: Agreement with the statements ‘I discuss the latest technology products with friends and family’ and ‘It is important to spend a lot of time researching before buying technology products’, by demographics, February 2013
                                                                  • Figure 133: Agreement with the statements ‘It is better to wait until a technology product is established in the market before buying’ and ‘It is important to buy the latest model of technology products to keep up with trends’, by demographics, February 2013
                                                                  • Figure 134: Agreement with the statements ‘It is better to wait for the price to go down before buying the latest technology products’ and ‘I always try to make use of the full range of features on technology products’, by demographics, February 2013
                                                                  • Figure 135: Agreement with the statements ‘It is worth paying more money to get the latest model of technology products’ and ‘I only have basic functional requirements for technology products (eg make calls, send messages, take photos)’, by demographics, February 2013
                                                                  • Figure 136: Agreement with the statements ‘It is enjoyable working out how to use a new technology product’ and ‘I would only buy a new technology product to replace a broken one’, by demographics, February 2013
                                                                  • Figure 137: Agreement with the statements ‘I’d rather spend money on other things than upgrading to the latest technology products’ and ‘I tend to read products reviews (either online or offline) from other users before deciding which technology model to buy’, by demographics, February 2013

                                                              Digital Trends - China - June 2013

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